This document discusses representation in media. It defines representation as who or what is being portrayed, how it is portrayed, who created it, their intentions, and the effects. It gives the example of a 1941 image of a female factory worker meant to boost worker morale. The document explains that all media goes through a mediation process where it can be altered, like changing a photo's framing or cropping. It discusses gatekeepers who control what media is selected and discusses representation as both reflection and deliberate construction of ideas. Advertisements in particular link ideas and images. The document stresses that meaning is constructed between the producer, text, and audience based on their interpretations.

1. Representation

2. Everything in media is
representation
• Individuals
• Groups
• Places
• Nations
• Ideas

3. Representation is
• WHO / WHAT is being
represented
• HOW it is being created
• WHO created it
• WHY did they create it? What’s
their intention?
• What is the effect of it?

5. • WHO / WHAT is being represented
A 1941 female factory worker
• HOW it is being created
Strong female, masculine elements to representation, fist
clenched, showing muscles, rolling her sleeves up, hair
back in a workers scarf alongside the tagline ‘We can do it’
• WHO created it?
Westinghouse Electric (the people who still make
fridges, washing machines etc!)
• WHY did they create it? What’s their intention?
To boost worker morale during WW2
• What is the effect of it?
During the war the image was strictly used in the
Westinghouse factories, and was not for recruitment but
to encourage already-hired women to work harder. Most
people thought the image was originally to recruit women
to join the war effort, and is used by feminist movements
etc.

6. Mediation
What we see in the media has gone through
a process called MEDIATION.

7. The Process
PHOTOGRAPHER selects
position/lens/angle/exposure/framing of
photos
PHOTO EDITOR may crop/enhance/alter
images
EDITOR chooses photo. Any photos that do
not meet the means of the text are omitted.
Further mediation continues…

8. • Will it be large or small?
• Front page or less visible?
• What headline?
• Caption?
• Will it be close to another photo?
A representation is the FINAL product after
all decisions/mediation has been made.

9. In short…
• WHAT is chosen or not chosen
• HOW it is organised and communicated
which pushes …
• How the audience FOCUS and read the text;
focusing on one aspect and ignoring others.
REALITY HAS BEEN CHANGED

10. Gatekeepers
White (1961)
theorised that there
are certain people
and institutions within the media who are
gatekeepers of media texts. People who are
able to construct, mediate and select what
or what not is represented…
Who are they? Has this changed since
1961?

11. Representation as reflection
• Some media texts are seen to provide a
reflection on life – are seen as more real.
They are invested in creating an
honest, trustworthy and sometimes
authoritative relationship with its
readers…
News, Reality TV, some Soap
Operas, TOWIE?

12. Representation as deliberate
construction
• Other media texts are seen as biased or
intentionally constructed in order to
communicate ideas or values.
Michael Moore is a perfect example of this…
His films are usually an attack on the US
govt and are from a left-wing viewpoint.
Bowling for Columbine trailer

13. Representation in Advertising
Advertising is the
process of linking
ideas and images
together.

14. When you buy a razor
What are you thinking?
What are you buying it for?

15. Gillette Razor Commercial

16. What ideas and
messages are Gillette
sending to media
readers?

17. Venus/Olay Razor Commercial

18. What ideas and
messages are Venus/Olay
sending to media
readers?

19. Representation as
Constructionist
• Meaning is created by the relationship
between producer/text/audience
• Representation is constructed with a set of
ideas or values to be communicated
(producer’s intent)
• Audience reacts to representation depending
on personal interpretational context
(age, gender, reiligion, nationality, etc)

20. More examples…
When we look at the following media
texts, think about …
• The producer’s intent
• Ideas and values
• How the audience may read it
• Whether or not it is a fair representation

25. Wikipedia Search - Obama

26. Conservapedia Search - Obama

28. Blurred Lines

29. Blurred Lines Parody

34. Your task
• In pairs, create a PowerPoint using four
different examples of representation from
four different media platforms (e.g.
Advertising, TV, Film, Newspapers, Maga
zines, Games etc)
WHO / WHAT is being represented
HOW it is being created
WHO created it?
WHY did they create it? What’s their
intention?